Summary
Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and engagement. Marketers need to measure social's impact on key business objectives instead. This report helps marketing leadership professionals find the right metrics to measure the true impact of their social media efforts, taking into account the customer life cycle and journey, and describes how marketers must map their social marketing efforts to this framework.
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